Swiss court backs Swatch in 'Think Different' row with Apple

A Swiss court has backed Swatch Group in a trademark row with Apple Inc over the watchmaker’s use of the “Tick different” slogan, which Apple had decried as an infringement of its “Think Different” advertising campaign.

Swatch had contended Apple’s Think Different was not known well enough in Switzerland to warrant protection.

In a ruling released on Tuesday, the Federal Administrative Court agreed, saying Apple had not produced documents that sufficiently backed up its case.

Apple’s ads, used from 1997 until 2002 and backed by a “Here’s to the crazy ones” commercial to support its computer line, was seen as a play on rival IBM’s “Think” motto.